Working as an export consultant towards small and medium size companies in the food industry has been a very inspiring experience. Every week, I meet food companies that vary in size, structure, positioning and turnover but that within this diversity share two common challenges: 1. In its essence they process products generically understood as commodities. […]
Monthly Archives: Março 2013
Another great example of how the industry is moving beyond public regulation In the same day Mayor Bloomberg’s project to restrain the sale of XXL soda formats is dismissed by a New York court, the Coca Cola Corporation presents an ambitious TV campaign to fight obesity in the U.K. market. In an unprecedented initiative, Coca-Cola […]
Oxo is launching a UK advertising campaign which aims to position the iconic stock brand as ‘The Magic Cube’. The campaign is inspired in the Oscar Nominated Short Movie “Fresh Guacamole” directed by PES. Created by JWT London, the agency worked with the animator PES as creative consultant and the directing duo Conkerco. The national TV campaign airs […]
After years of investments in severe regulations towards the food industry and efforts to raise awareness for long term effects of “junk food diet” without encouraging results, the industry starts exhibiting signs that a different behaviour. More important, it’s a change led by consumers that is forcing the both retailers and restaurants to evolve and […]